The Role of Email Marketing in and Inbound Marketing World
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Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin
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The Role of Email Marketing in and Inbound Marketing World
- 1. The Role of Email Marketing in an Inbound Marketing World Karen Rubin Product Manager HubSpot
- 2. About Karen Rubin Karen Rubin is a product manager at HubSpot, an inbound marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College. 2
- 3. Marketing is Changing 1950 - 2000 2000 - 2050 3
- 5. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 5
- 6. Inbound Marketing Social Media Marketing Search Engine Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support 6
- 7. Where Does Email Fit In? List Rental List Purchases Awareness Newsletters Lead Nurturing Consideration Lead Nurturing Decision 7
- 8. 8
- 9. House Lists Beat 3rd Party Lists 9
- 10. Future Investment is Inbound 10
- 11. Opt-In Email = Inbound Marketing List Rental List Purchases Awareness Newsletters Lead Nurturing Consideration Lead Nurturing Decision 11
- 12. How To Prepare for the Future of Email Marketing 12
- 13. Tip #1: Optimize for Mobile 13
- 14. Email Usage 14
- 15. Avoid Large Images 15
- 16. Avoid Large Images 16
- 17. Avoid Heavy Formatting 17
- 19. Avoid tables / columns
- 20. Formatted text is your friend
- 22. Tip #2: Build Social Authority 19
- 23. Two Huge Developments in Email Social Inbox The “Spam” Filter is Now Social 20
- 24. Email Inbox Ranking – Before 2011 Most Messages by Date Flagrant Spam 21
- 25. Email Inbox Ranking – After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands) 22
- 26. That’s Some Scary Shiitake 23
- 27. How To Rank Higher in the Email Inbox 24
- 28. Tip #3: Optimize for Social 25
- 29. “Follow Me” Module in Your Email 26
- 30. Share This Email via Social Media 27
- 31. Where Is the Next Inbox? 28
- 34. Add “Share This” buttons
- 35. Start with content, then decide if email is best way to send message30
- 36. We’ve Got Lots To Think About… 31
- 37. What You Should Do Today: Stop buying lists / subscribers Mobile optimize your email Social optimize your email Build your social authority Start with the message, then pick the right communication channel 32
- 38. Thank You / Q&A Karen RubinProduct ManagerHubSpot @karenrubin krubin@hubspot.com Facebook.com/karen-rubin Twitter.com/karenrubin Linkedin.com/in/karenrubin www.karen-rubin.com 33
Editor's Notes
- Dun and Bradstreet/Jigsaw – buying or renting lists
- Pause – let people take it inExplain the axisHow do people get their house email lists
- 87% find solo emails somewhat effective or very effective49% find solo emails to 3rd party lists somewhat or very ineffective
- Growth is on the left, decline is on the right
- List rentals and purchases are not an inbound approach. This includes going to jigsaw and downloading a bunch of email addresses.
- Key elements of email marketing are fundamentally changing
- 80 million smart phones sold in Q4 2010
- www.eroi.com study
- 67% of people do not automatically download images in their emailsNo call to action
- Sending emails at 11AM on Tuesday won’t matter any more. As Marketers, you will need to worry about how your emails are ranking in inboxes the same way you worry about how your website is ranking in search results.
- Jen Doyle4-5 social sharing buttonsprioritize by those used most often by your usersplace the social sharing buttons in a prominent place